7 Tips to Drive Sales through Events

7 Tips to Drive Sales through Events

Posted by: Alycia Rovner on August 9, 2016
The ultimate goal of an event marketing campaign is to generate revenue. Brands utilize strategic event promotions to eventually increase their bottom lines. But did you know you can actually SELL your products or services at events? Many are intimidated at the thought of trying to make sales onsite and focus on generating leads instead. But you can successfully close sales and increase ROI through event promotions. 

Here are 7 tips to drive sales through events:
 
1. Create an "event only" discounted sales promotion.
Don't expect customers to pay full price for your products or services at events. Identify a discounted promotion (i.e. 50% off) that encourages customers to sign up on the spot. By advertising the offer as an "event special", you're creating a sense of urgency to make the sale. And if you can't close on-site, at least make sure to retrieve the customer's email address. This is a lead to which you can market post-event. Don't let any potential customer leave your booth without collecting his/her contact information. 
 
2. Digitalize the sales process.
Don't pull out the old "paper" order form! Attendees are hesitant to provide credit card information if they see you writing it down on paper. Set up a digital sales process that allows customers to securely input their contact and payment information into an electronic device. It will help simplify the sales process and assure brand credibility.
 
3. Showcase samples.
Give your customers a sneak peek into your brand's offerings. Talking about your products or services is not enough to close sales. However, allowing customers to touch, feel, and experience them should increase sales potential. Consider displaying an iPad with a tutorial so customers can learn about your brand at their convenience.
 
4. Offer a branded promotional product.
A discount is great, but no one likes to leave a booth empty-handed. Throw your brand's logo on some nice promotional products and distribute one to each customer who makes a purchase. Giveaways also help to make the booth look nicer and draw attendees towards it. Consider tying in the promotional product with the event category. For example, use wine carriers for food & wine events, or a tablet covers for a professional exhibitions. 
 
5. Integrate an engagement piece into your activation.
Add an interactive element into your booth strategy to organically attract potential customers to your display. Consider a photo booth, enter to win sweepstakes, or trivia game for prizes. You could also integrate lead gen. into any of these promotions. Once event goers are finished participating in the game or contest, talk to them about your product or services. It's a way to first gain their trust before starting your sales pitch. 
 
6. Incentivize your brand ambassadors.
Don't pay your brand ambassadors $20 an hour and expect stellar sales results. Money talks, and true salespeople are extremely motivated by it. Use one of two compensation models when hiring sales representatives: commission-only, or hourly rate plus commission. Yes, some contractors are actually willing to work on a commission-only basis if the sales viability seems promising. If you're worried about breaking the bank, consider offering an hourly rate as a draw against commissions. If a brand ambassador doesn't hit the sales goal, they won't leave broke, and if they achieve the goal, it means you're hitting your sales quota.
 
7. Be authentic.
To sell a product, you must connect with your customers. It's the number one tactic to gaining trust and ultimately closing a sale. Don't read off of a sales script. Be yourself and make genuine conversations. Customers can sense your level of honesty and will feel turned off if you try too hard to push a sale.
 

Need assistance with your next event marketing campaign? On The Avenue Marketing creates face-to-face event sales programs that deliver real results. Contact us today for a free consultation. We'd love to hear from you!

 

Alycia is a marketing strategist who has been connecting people to products through events for more than a decade. As Vice President, Marketing of OTA, she draws on her experience to create customized event marketing programs for her clients. She's developed a deep understanding of how to create authentic, engaging promotions that organically attract consumers to brands. In her free time, this Boston native enjoys creating craft cocktails, soaking up the summer sun, and obsessing over her 4 lb. Chihuahua, Taco.